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In Trinidad and Tobago, social media platforms play a central role in connecting people and shaping online interactions. As we continue to review the Data Reportal’s Digital 2024 report, we now move on to the social media data.
View our first blog reviewing the overall digital data here.
Now, let’s move on to some of the latest data that reveals the top social media platforms of 2024 and insights into their usage trends.
Social Media Highlights in the Digital Data Report for Trinidad and Tobago 2024:
Facebook:
Usage Trends: While Facebook retains its position as the most used platform with 833,000 users, it has experienced a significant decrease from last year's data, dropping from 78% to 49%. This decline may be attributed to the shifting preferences of younger audiences towards video-first platforms like TikTok.
Demographic Insights: The average age in Trinidad and Tobago is 36, indicating a strong presence of users familiar with the platform since its inception. However, the decline in usage highlights a broader trend observed globally, where younger demographics gravitate towards newer platforms.
Ad Reach Analysis: Facebook boasts an impressive ad reach of 63.8% compared to the total internet user base, with a fairly balanced representation of both female (51.6%) and male (48.4%) audiences. Indicating once again, that Facebook continues to be an essential platform for reaching the largest portion of our online population, especially for boosting ads.
Instagram:
Usage Trends: Instagram emerges as the second most popular social media platform in Trinidad and Tobago, capturing 21.4% of the market share. Its visually engaging interface and focus on multimedia content make it a preferred platform for users seeking to share their experiences and connect with others.
Ad Reach Analysis: Instagram commands a substantial ad reach of 56% among females aged 18+, showcasing its appeal to this demographic. Additionally, 44% of male users aged 18+ contribute to Instagram's overall ad reach, highlighting its diverse user base. Similar to how many companies use it, Instagram and Facebook advertising offer one of the best ways to reach a significant portion of the local population.
TikTok:
Emerging Platform: With 833,000 users and an ad reach of 67.8% compared to the total internet user base, TikTok emerges as a force to be reckoned with. Businesses can no longer afford to neglect this platform, as it presents significant opportunities to engage with a large portion of the Trinidad and Tobago audience.
Demographic Insights: Its popularity among younger demographics presents significant opportunities for brands to connect with an age group that is traditionally challenging to reach through conventional advertising channels.
LinkedIn:
User Base: LinkedIn boasts 560,000 users, with 45% of ad reach compared to total internet users. There hasn’t been significant growth for the platform with only 60,000 new users since 2023.
Demographic Insights: LinkedIn serves as a platform for professional networking and career development. The platform hasn’t made any significant growth, likely due to competition from local hiring platforms such as Caribbean Jobs and more “corporate” local users utilising it for communication and connections as opposed to a significant portion of the employed population.
X:
User Base: X has 180,000 users. While smaller in scale compared to platforms like Facebook and Instagram, X offers unique engagement opportunities for users interested in specific content niches or communities.
Ad Reach Analysis: With a modest ad reach of 14.6% compared to the total internet user base, X caters to a niche audience seeking specialized content and experiences. Interestingly, the platform's ad reach is characterized by female (39.1%) and male (60.9%) users aged 18+, indicating its appeal to local male audiences.
Connective Pros Analysis:
As always, we are happy to share some of our overall thoughts on the data. Here are some of our main observations:
TikTok's Importance: Businesses, especially those targeting younger audiences, MUST use TikTok. The audience is there and using the platform for information on EVERYTHING from their news, and personal growth, to shopping habits. Those that haven't already need to be using the platform.
Facebook and Instagram's Role: While Facebook and Instagram continue to be stakeholders in the marketing mix, drops in Facebook users are a key indicator to ensure that these platforms are used alongside others to ensure content reaches your intended audience while also sustaining your social media strategy over time.
LinkedIn and X Usage: LinkedIn and X should be used and utilized only if you have evidence that a significant portion of your audience is there.
In conclusion, by leveraging the insights provided by these data points, businesses can tailor their marketing strategies effectively, maximizing engagement and driving growth in the digital sphere.
What have you taken away from this year’s digital report of Trinidad and Tobago? Tell us in the comments or better yet be a guest contributor and respond to our article- Send us an email at info@connectivepros.com